I attended a lecture with John Noi, the editor of Spektacle magazine. His unique selling point was QR codes. QR codes are the latest technology in gaining information, only usable if the reader owns a Kaywa supported mobile phone, mainly found in iPhones and Blackberrys. They're used by 'snapping' the codes- which means scanning the code using the phone's integrated camera, this then automatically connects to the internet on the phone and links the reader up to further information. It's innovative, and a quick source to information. This idea has turned a magazine into an interactive magazine. Readers have the opportunity to gain further information quickly, literally within the touch of a button. What inspired me about the lecture was that John Noi has created a magazine that has a USP that can not be found in any other magazine, and he has cleverly continued a concept throughout the magazine within the images that are used and also the lexicon that is used. It made me realise how important unique selling points are, what makes my product better? http://www.spektacle.com -for a free PDF download of Spektacle.